Revolutionizing Flour Packaging: Springetts' Award-Winning Allinson's Design

Disrupting the Market with a Distinctive Redesign

Flour, often seen as a mere commodity, has been given a fresh perspective by Springetts. The firm was tasked with re-establishing Allinson's as the go-to brand for bakers and to differentiate it from own label flour brands. The inspiration for the redesign stemmed from the joy of home baking and the rise of artisan bakeries, both in-store and on the high street.

The unique property of the redesign lies in its ability to evoke the allure of freshly baked bread and cakes. Springetts noticed that the structure of the flour bag was similar to the size of a loaf of bread. This observation led to the innovative idea of designing the packs to look like freshly baked goods on a bakery shelf, thereby creating a distinctive presence in the flour aisle.

The realization of this design involved meticulous hand baking and photographing a different loaf or cake for every pack. The photographs were then extended to the sides and back of the pack, fully creating the illusion of a freshly made bread or cake. The design was further enhanced by developing a hand-written marque for Allinson's, aligning it with their existing star icon.

The project, which started in January 2018 and concluded in September 2018, was carried out in London, United Kingdom. The design team, led by Creative Director Paul Williams, Design Director Lou Elms, and Senior Designer Sophie Burt, overcame the challenge of the classic flour bag packaging format and matte printing, which often appears dull on the shelf.

Springetts' redesign for Allinson's is a testament to the power of innovative design in transforming a product's market presence. By reminding home bakers that nothing compares to homemade, the design brings the joy of home baking back to the forefront of the brand, creating an inspirational, artisanal bakery for Allinson's, but in the flour aisle!